India: Ambuja Cement has launched a ‘Go Cashless’ campaign encouraging its business partners – retailers, contractors and masons - to adapt to cashless business transactions. The campaign follows the country’s decision to remove circulation of certain high denomination bank notes in November 2016. The campaign went live on 7 December 2016 and it is aimed to create awareness on various available cashless options amongst the cement producer’s business partners. Ambuja Cement is also working with ICICI Bank to launch a helpline to assist stakeholders open current accounts for regular business transactions.

“The ‘Go Cashless’ campaign is yet another endeavour empowering the construction community through knowledge transfer. We are successfully seeding innovative thinking at the grass-roots level and bringing information and technology to the forefront of all our esteemed business partners,’’ said Ambuja Cement’s managing director and chief executive .

The campaign has included sending out over 1,000,000 text messages, 200,000 Whatsapp messages and an educational radio campaign across 17 different stations in New Delhi, Himachal Pradesh, Punjab, Rajasthan, Gujarat, Maharashtra and West Bengal. Ambuja Cement estimates that it has contacted 42,000 business partners via media channels and over 4.5 million via radio.